宝马汽车的中国化战略及其在中国市场的前景分析.doc

摘要：改革开放后的中国正大踏步的向着“车轮上的国家”迈进。私家汽车的持有量以一个令人咋舌的速度持续攀升，随着生活质量不断提高，越来越多的人们已经不仅仅将汽车视为纯粹的代步工具，而将其作为一种身份的象征。因而伴随着中国市场消费能力的提升，豪车品牌纷纷进入中国，意欲拓展这片潜力巨大的市场，从中获取最大的利益。宝马公司正是其中之一。1994年登陆中国市场后，在十几年的发展中宝马逐步壮大，与奥迪、奔驰汽车公司形成了中国市场三足鼎立的态势，开展了多领域的全面竞争。

Abstract: China's reform and opening up are great strides toward "the wheels on the country " ahead. Holdings of private cars with a staggering rate continues to rise, with the constantly improving the quality of life, more and more people have not only the vehicle as a pure means of transport, and as a status symbol . Along with China and thus enhance the ability of market consumption, high car brands have entered China, the desire to develop this huge potential market, from which to obtain the maximum benefit. BMW is one of them. After landing in China market in 1994, ten years of development in the gradual growth in the BMW, and Audi, Mercedes-Benz to form the three pillars of the Chinese market situation and carry out a full-scale competition in many fields.

　　　“宝马是一个勇于尝试的公司，敢于去做别人不敢做的事情。”史登科在2009广州车展上如是说。作为豪华品牌，中国已经位列宝马全球第四大市场，让史登科对于宝马在中国市场的前景非常看好，尤其是宝马7系，中国市场已是全球第一大市场。

　　　在与同级别车的较量中，宝马在细分市场上暂时处于领先地位，然而暂时的领先并不代表着一劳永逸，宝马的进一步前进道路任重道远，尤其在公务车领域，面对奥迪A6L的持续垄断，以及奔驰E级，丰田皇冠等新贵的挑战，如何平衡操控与稳重，奢华与内敛之间的关系，如何做到让各种社会群体都认可与接受，日臻完美的道路很漫长，竞争永无止尽。